The First UK TV Ad To Show Someone Using An E-Cigarette Was Immediately Banned

VIP's historic ad, the first to show someone appearing to be smoking in a commercial on UKTV since the 1960s, has been banned.The Daily TelegraphThe first ever UK TV ad to show a person using an e-cigarette — otherwise known as "vaping" — has been banned by the advertising watchdog, little over a month after it first aired, for its potential to "glamorize" smoking (watch the ad below.)

It is now effectively the third time the ad, for e-cig brand VIP, has been banned. The latest ad was reworked from a previous version to feature a glamorous woman inhaling and exhaling e-cigarette vapor and ran with two different voiceovers, one talking about the "great taste" and another saying "quality assured". The ads only ever aired after the 9 p.m. UK TV "watershed," the hour at which TV authorities believe children are in bed, so adult topics can be broadcast.

However, the late scheduling was not enough to deter a number of high-profile health groups: the Director of Public Heath, ASH (Action on Smoking and Health), The Association of Directors of Public Health UK, the British Medical Association, North Lincolnshire Smokefree Alliance, The Vale of York Clinical Commission Group, Sheffield City Council, North East Lincolnshire Health and Wellbeing Board, and the UK Health Forum. There were also 187 viewer complaints to the Advertising Standards Authority (ASA) about the ad.

The majority of those complaining challenged whether the TV spot promoted the use of tobacco products by "glamorizing" smoking.

The ASA acknowledged VIP's defense that the product did not represent a traditional cigarette and that the ads did not use terminology related with tobacco products. However, the watchdog said that the ads created a "strong association" with traditional smoking and presented it in a "sultry and glamorous way." It banned the ad from appearing again in its current form due to its potential to indirectly promote the use of tobacco products.

The ad was toned down, but the edited version was still deemed "too sexual" by the ASA and it was banned again in September following a second investigation, with the company told it should not air the ad again before 9 p.m.

The latest version also picked up three separate complaints: That the depiction of the model in the ad was "overtly sexual" and therefore offensive; that it was irresponsible because it was likely to have appeal to people under 18 years of age; and a separate "irresponsible" allegation, on the grounds that it could encourage non-smokers or non-nicotine users to try e-cigarettes. However, the ASA found that spot had not broken the rules on any of these areas.

Separately, the ASA also banned another e-cigarette ad this week. A TV ad for Kik e-cigarettes, showing people using and discussing the product in an outdoor restaurant, was banned for its potential to encourage ex-smokers and non-nicotene users to try e-cigarettes.